F1 legend Johnny Herbert has admitted he’s ‘confused’ following Jaguar’s controversial rebrand.
The car company recently shared a teaser video unveiling its new ‘Copy Nothing’ rebrand, with the advertisement featuring models wearing bright, bold colours and controversial costumes, too.
Jaguar have defended their new move, insisting people must ‘trust and reserve judgement’ on the matter.
However, that hasn’t stopped many figures – including Nigel Farage – from criticising the campaign and the route they’ve gone down.
F1 legend Johnny Herbert has blasted Jaguar’s new rebrand and says he’s ‘confused’ over their campaign
JAGUAR
Jaguar will unveil its new ‘design vision’ in Miami next month and appear to be moving away from the men in suits and big cats they’ve been synonymous with for so many years.
Yet Herbert, speaking to Prime Casino, has admitted he’s been left ‘confused’ by their decision.
And he’s also revealed ‘everyone I have spoken to just doesn’t get it’, too.
“Oh my Lord, what have they done?!” exclaimed the former F1 driver.
“You look at it and wonder what it is trying to achieve.
“Where is it pitching itself at? Who is it trying to appeal to? I am confused.
“I had heard the whole rebranding is being aimed at a very high market car in the next couple of years. Nothing under £100,000 [$125,585].
“Is it the Jaguar brand and logo that is the problem, or is it the product itself which people don’t seem to want to buy?
“I would say the biggest problem is the Jaguar product. It is not selling.
“To take the cat off Jaguar just seems the most unbelievable marketing decision I think I have ever seen.
“Everyone I have spoken to just doesn’t get it. If they had made a better product, it would be selling and you wouldn’t need an expensive new logo.
“The product is not capturing people’s imagination.”
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Mark my words, Jaguar will go bust. pic.twitter.com/DP5zUL0Y7B
— Nigel Farage MP (@Nigel_Farage) November 20, 2024
Despite the controversy, however, Jaguar appear to be sticking with the advertising campaign.
They recently showed off another teaser and Rawdon Glover, managing director of the company, has hit back at criticism from Farage and others.
Speaking to The Sunday Times, Mr Glover said: “People love us for our history and our heritage, but that has not led to huge commercial success.
“The average age of the Jaguar client is quite old and getting older.
F1 icon Johnny Herbert says ‘everyone I’ve spoken to doesn’t get it’ following Jaguar’s controversial rebrand
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“We’ve got to access a completely different audience.
“That audience isn’t centred around people of the demographic of Mr Farage.”
Farage had said: “I predict Jaguar will now go bust. And you know what? They deserve to.”